WELLESLEY – Deep inside the labyrinth of buildings that comprise the massive Leis Pet Distributing (LPD) complex there sits a full skid of cat water.

It is one of thousands of pet products available to address every pet need – real or imagined – that are stored in the 125,000-square-foot facility on the outskirts of Wellesley.

Specifically, cat water addresses the anomaly that cats don’t like drinking water or having much of anything to do with water. This apparently relates to the pH of water not being particularly compatible with internal cat organs, especially their kidneys.

The pH altered water has proven to be to cats’ liking and can help felines avoid the costly kidney operations and follow up specially formulated, costly foods to address that complication.

Who knew?

Certainly it was recent news to Gary Leis, co-founder and CEO of the rapidly expanding pet food distribution business. It is something he would never have even imagined when he began driving a small, white van to peddle a few bags of dog and cat food and bird seed in 1988.

Neither would he likely have foreseen that humble beginning result in the growth that has produced the largest pet food distribution business in all of eastern Canada.

He was actually encouraged to get into pet food distribution by Agribrands Purina, the line of livestock feeds sold at Leis Feed and Supply, a small mill in the village of Wellesley operated by his family.

It didn’t take Leis long to realize if the business offshoot was to be successful there would have to be a much wider range of products offered. And so it began.

A small pet food distribution business that also featured two retail outlets became available in Port Erie. LPD purchased the business in 1994 and operated the two retail outlets for a short period of time before selling those stores to concentrate on distribution in the Niagara area up to Burlington.

That coincided with the establishment of the first warehouse space built in 1994 – a non-descript 9,000-square-foot wooden framed building – the first of seven expansions that would eventually take place at the new site as the business steadily grew.

Well, steadily grew for the most part. There was a rough patch in ’95 when the largest manufacturer supplying pet products to Leis decided to go with another distributor.

Four family members had invested in the business, representing 51 per cent ownership. The balance of ownership shares were sold in the community and to employees to raise capital.

“Those shares became worth nothing, actually less than nothing,” said Leis as the company was left extremely short of product to distribute.

With a blend of determination and perseverance characteristic of many rural-based entrepreneurs, Leis sought and found a new pet food manufacturer and added a few more. The business survived and thrived from that point on, never again depending solely on one manufacturer.

“It has been a good investment. No one has offered to sell any of those shares recently,” noted Leis.

In deciding when or how to expand the business it is necessary to follow what humans are doing, suggested Leis. There are vegetarian based foods as well as organic options for pets.

There is an ever-closer relationship between pets and their owners, with pets becoming regarded as family members or even a substitute for family members, so it is not surprising that pet food is a growth industry.

“The business is recession proof,” said Leis. Even in hard financial times owners will make sure their pets are fed and very well fed in most cases.

A bag of top end dog food can retail for $150 and the bags have gotten smaller over the years. This relates to more people living in apartments not wanting to carry the large bags more associated with the livestock feed business.

“I remember when dog food came in a plain brown paper bag,” recalled Leis. Now eye-catching art work to attract consumer interest is the norm.

Leis still maintains a livestock feed business. In comparing it to the pet food business, he cited the market swings in livestock and crop prices that create unpredictability not being present in the pet food business.

The exchange rate on the dollar was identified as more of a concern in the pet food business.

He suggested it is essential to differentiate product lines to gain market share, especially when competing with large chain store outlets that compete based on price.

“We want products that are exclusive to us,” said Leis of that marketing strategy.

As a result, a large freezer unit at the Leis distribution facility contains an extensive offering of frozen products. Another enclosed area stores all the toys, collars and leashes that make up “fashion” products. Towering metal racks hold a plethora of canned and bagged food choices.

Numerous kitty litter options make that bodily function as pleasant as possible for both pet and owner. The litter can be further complemented by a line of hygiene products in several fruity fragrances.

Another area features edible body parts – from bull penises to pig ears.

Cricket treats are a recent dehydrated insect option, high in protein while satisfying to the anti-meat/livestock faction.

Currently 60 people work at the Wellesley facility to store, sort, assemble and ship product orders.

LPD and a business partner taken on in Quebec supply pet products to over 800 independent – “mom and pop” – retail stores as well as a few chain stores.

The independents are the mainstay of the business, said Leis. Owners are most knowledgeable, capable of providing demanding pet owners with the exact products they want and suggesting others their pet might need.

“Independent store owners know the name of the family pet and the kids too,” added Leis.

LPD and its Quebec partner, Gastronome, also provide some products sold under their own brand.

A distribution centre in Moncton N.B., with eight employees, adds efficiency to serving the Maritime provinces. A common carrier in Northern Ontario helps in reaching the more remote areas of the province with the fleet of trucks operating out of Wellesley serving the rest of Ontario.

At each stage of expansion through taking on new product, Leis has depended on his independent retailers to tell him what pet owners are demanding. Ultimately it is the manufacturer that decides what is going to be available to sell.

As strictly a distributor, LPD needs only a short lead time to add a new product while the manufacturer may take up to two years in developing that product, said Leis.

The company, governed by a board of directors, does receive calls every week offering new products requiring a decision to be made on what fits.